Labour Day Celebrating Workers and Their Contributions.pptx
MKMA1112.English for Mkt - Chapter 1.pdf
1. ENGLISH FOR MARKETING
• Lecturer: Le Thi Thu Mai, PhD.
• Mobile: 0946203410
• Email: maile@neu.edu.vn
• Facebook: Mai Le
NATIONAL ECONOMICS UNIVERSITY
MARKETING FACULTY
Marketing Department
2. COURSE STRUCTURE
1. Marketing concept & Marketing
Process
2. Marketing information system &
Marketing research
3. Marketing environment
4. Buyer Behavior
5. Segmentation – Targeting -
Positioning
6. Marketing planning and Strategy
7. Products and Brand
8. Pricing and Pricing strategy
9. Marketing channels
10. Integrated Marketing
Communications
11. Services and Marketing in a
service organization
12. International Marketing
3. BOOKS AND REFERENCES
Course Book:
“Giáo trình Tiếng Anh ngành Marketing”, Nguyễn Thu Lan và Phạm Thị Huyền
(Chủ biên và tập thể tác giả tham gia biên soạn), NXB ĐH Kinh tế Quốc dân, 2022
Reference books:
[1] Philip Kotler and Gary Amstrong (2014), Principles of marketing, 15th edition,
Pearson Education
[2] HNC/HND, Marketing, Supporting foundation degree, BPP Professional
Education, 2004
4. ASSESSMENT
• Participation: 10%: attendance and participation
• QUIZ: 20%
• Mid term: 20% - in-class test, closed book (Week 7)
• Final exam: 50% - closed book
5. QUIZ
• Each chapter will have a quiz.
• Students need to complete the quiz on due date.
• Average scores of all quizzes will account for 20%.
6. CLASS REGULATIONS
1. Be on time (if you are later than the lecturer, pls. wait until the break).
2. Don’t make noise in class (pls. show the respect for the lecturer and
others).
3. Don’t sleep (if you feel sleepy, feel free to go out, you do not need to ask
for the lecturer’s permission.
4. Don’t eat in the class (drinks are permitted).
5. Don’t use cellphone (turn on silent mode before the class starts).
6. Don’t use phones, laptops, tablets in class except when requested by the
lecturer.
9. OBJECTIVES
• define and explain major concepts related to marketing,
marketing management, marketing planning and the changing
marketing landscape in both Vietnamese and English.
• develop and master the use of key terminology in business
life through exercises, reading and activities.
12. Reading 1: Starbucks coffee
• More than 37 years ago, Howard Schultz hit on the idea of bringing a European style coffeehouse to
America. People needed to slow down, he believed to “smell the coffee” and enjoy life a little more.
The result was Starbucks. This coffeehouse doesn’t sell just coffee, it sells the Starbucks
experience. “There’s the Starbucks ambience,” notes an analyst, “The music. The comfy velvety
chairs. The smells. The hissing steam.”, says Starbucks chairman Schultz, “We aren’t in the coffee
business, serving people. We are in the people business, serving coffee.” People around the globe
now flock to Starbucks, making it a powerhouse premium brand.
• Starbucks is promoting the opening of new stores in Vietnam after more than a year of delayed
plans due to the pandemic. Patricia marques, General Director of Starbucks Vietnam, said that the
purchasing power of domestic consumers recovers quickly after each peak of the pandemic.
Therefore, brands do not necessarily have to wait for foreign tourists and experts to return; but can
attract new domestic visitors to compensate. “Starbucks Vietnam has chosen to open new stores in
densely populated areas, instead of sticking to central business districts with expensive space rents,
as a new business strategy this year,” Marques said, adding that Starbucks will continue to increase
its presence with new stores in Hanoi, Danang, Ho Chi Minh city, and three more in Nha Trang this
year.
13. Reading 1: Starbucks coffee
•Questions:
•Which values has Starbucks brought to Vienamese customers?
15. § State of felt deprivation
•Physical needs
•Social needs
•Individual needs
NEEDS
YOUR TURN
Can marketers create needs?
Definition: What is a need?
16. WANTS
What are wants? human needs that are shaped by personal
preferences/ culture / religion …
17. DEMANDS
•Human wants that are backed by buying power
•Willingness to buy
•Ability to pay
•What are demands?
18. YOUR TURN
Analyze a need/want/demand in a product you bought.
Need Basic necessity
Feel deprived if this is absent
Food
Want Given choices, this is what you prefer Chicken
Burger
Steak
Demand A want that is supported by a decision
and capacity to buy
Within budget
Availability
20. CUSTOMER PERCEIVED VALUE
The customer’s evaluation of the difference between all the benefits and all the
costs of a marketing offer relative to those of competing offers.
22. EXCHANGE
The act of obtaining a desired object from someone by offering
something in return
23. The set of all actual and potential buyers of a product or
service
24. Exercise 1.1: True or false?
1. Marketing is the creation of value for customers.
2. Demands are human needs as shaped by individual personality and culture.
3. A market offering is some combination of products, services, information, or
experiences offered to consumers to satisfy a need or want.
4. When marketers set low expectations for a market offering, the biggest risk
they run is failing to attract enough customers
5. Value creation is the act of obtaining a desired object from someone by
offering something in return.
TRUE
FALSE
TRUE
TRUE
FALSE
25. Exercise 1.2. Complete these sentences.
1.Today, marketing must be understood not in the old sense of making a sale -
"telling and selling” — but in the new sense of satisfying .......
2.Marketing is a social and managerial process by which individuals and
organizations obtain what they need and ...... through creating and exchanging ......
with others.
3.When backed by buying power, wants become......
4.More broadly, ... also include other entities, such as persons, places, organizations,
information, and ideas.
customer needs
want values
demands
market offering
26. DISCUSSION
1. Think about your most recent experience while having a drink at
a coffeeshop.
2. Which market offering did the coffeeshop bring to you?
3. Were you satisfied with your experience? Why?
27. MARKETING MANAGEMENT
Marketing management is the art and science of choosing
target markets and building profitable relationships with
them
– What customers will we serve?
– How can we best serve these customers?
29. Ø Production concept
The idea that consumers will favor products that are
………. and that the organization should therefore focus
on improving ………
Ø Selling concept
The idea that consumers will not …. of the firm’s
products unless it undertakes a ……….. effort.
Ø Product concept
Consumers will favor products that offer the best ……
and that the organization should therefore devote its
energy to make continuous ……
Ø Societal marketing concept
The idea that a company’s marketing decisions should
consider consumer’s……….., the company’s
………, consumers’ ………. interests, and society’s
…… interests
MARKETING MANAGEMENT ORIENTATIONS
Ø Marketing concept
A philosophy that holds that achieving organizational
goals depends on knowing ………. of target
markets and delivering ……… better than
competitors do.
highly available &
affordable
production and distribution efficiency
buy enough
large-scale selling and promotion
quality, features, performance
product improvement
customers’
needs & wants
desired satisfaction
needs and wants
requirements
long-run
long-run
30. YOUR TURN
Choose two companies with production and product concept and
analyze them.
31. BASIS FOR
COMPARISON
PRODUCTION CONCEPT PRODUCT CONCEPT
Meaning customers are willing to buy the products
which are easily available at low prices.
customers admire quality-rich products,
with advanced features.
Means Improvement in the production efficiency
and distribution coverage.
Improvement in product over time
Objective To achieve the economies of scale. To provide better quality products to the
customers.
Emphasis on Production Product
32.
33. YOUR TURN
Choose two companies with selling and marketing concept and
analyze them.
34. BASIS FOR
COMPARISON
SELLING CONCEPT MARKETING CONCEPT
Meaning Consumers will not buy unless the firm
undertakes a large-scale selling and
promotion effort.
Consumers’ needs and wants are known;
and desired satisfactions are delivered better
than competitors
Means More aggressive selling
Make-and-sell
Find the right customers for your products
Customer-centered
Sense-and-respond
Find the right products for your customers
Objective To create sales transactions To build long-term, profitable customer
relationships
Emphasis on Profit Customers’ needs & satisfaction
35. YOUR TURN
Choose a company with a societal marketing concept and
analyze it.
36. Understand the
marketplace and
customer needs
and wants
Design a
customer-
driven
marketing
strategy
Construct an
integrated
marketing
program that
delivers
superior value
Building profitable
relationships and
create customer
delight
Capture value
from customers
to create profits
and customer
equity
Research
customers and the
marketplace
Manage
marketing
information and
customer data
Select
customers to
serve: market
segmentation
and targeting
Decide on a
value
proposition:
differentiation
and positioning
Product
decisions
Pricing
decisions
Distribution:
manage
demand and
supply chains
Promotion:
communicate
the value
proposition
Customer
relationship
management:
build strong
relationships
with chosen
customers
Partner relationship
management: build
strong relationships
with marketing
partners
Create satisfied
loyal customers
Capture customer
lifetime value
Increase share of
market and share
of customer
An expanded model of the marketing process
37. Reading: What concept does this illustrate?
Stew Leonard, who operates a highly profitable four-store supermarket in
Connecticut and New York, once said that he saw $50,000 flying out of his
store every time he saw a sulking customer. Why? Because his average
customer spent about $100 a week, shopped 50 weeks a year, and remained
in the area for about 10 years. If this customer had an unhappy experience and
switched to another supermarket, Stew Leonard’s lost (1)____________ in
(2)___________. The loss could be much greater if the disappointed customer
shared the bad experience with other customers and caused them to defect.
$50,000
customer lifetime value
38. Ex 2.1. Match the word partnership with their explanation.
Word Explanation
1. Marketing
audit
A. The total combined customer lifetime values of all of the company’s
customers
2. Societal
marketing
concept
B. The idea that consumers will not buy enough of the firm’s products
unless the firm undertakes a large-scale selling and promotion effort.
3. Customer
lifetime value
C. A comprehensive, systematic, independent, and periodic examination
of a company’s environment, objectives, strategies, and activities to
determine problem areas and opportunities and to recommend a plan of
action to improve the company’s marketing performance
4. Selling
concept
D. The value of the entire stream of purchases a customer makes over a
lifetime of patronage.
5. Customer
equity
E. The idea that a company’s marketing decisions should consider
consumers’ wants, the company’s requirements, consumers’ long- run
interests, and society’s long-run interests.
C
E
D
B
A
39. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY
Selecting Customers to Serve
Market segmentation
refers to which segments to select
refers to dividing the markets into segments of
customers
Target marketing
40. Marketing Mix –
4Ps
The marketing mix is the set of
tools (four Ps) the firm uses to
implement its marketing strategy.
41. Integrated marketing program
Exchange
Marketing Mix- 4Ps
Company CUSTOMER’S
SATISFACTION
Profit
Integrated marketing program is a
comprehensive plan that communicates and
delivers the intended value to chosen customers.
42. THE CHANGING MARKETING LANDSCAPE
Reading
Annie’s is out to create a happier and healthier world with nourishing foods and
responsible conduct that is “forever kind to the planet.” Annie’s products are made
from simple, natural ingredients grown by its farm partners. The products contain
“no artificial anything,” says the company. “If it’s not real, it’s not Annie’s.” The
company works closely with its food supply-system partners to jointly raise the bar
for sustainability and organics. Annie’s also makes sustainable practices a top
priority with its packaging—more than 90 percent of
Annie’s packaging by weight is recyclable. Finally, Annie’s gives back to the
community through programs such as sustainable agriculture scholarships, school
garden programs, and support for like-minded organizations dedicated to making
the planet a better place to live and eat.
Questions:
What are special marketing activities at Annie’s?
Why does Annie’s follow sustainable marketing?
43. Exercise: Match terms with explanations.
Word Explanation
1. Societal
marketing
A. involves using digital marketing tools such as websites, social media,
mobile ads and apps, online video, email, blogs, and other digital platforms to
engage consumers anywhere, anytime via their computers, smartphones,
tablets, internet ready TVs, and other digital devices.
2.
Consumerism
B. Socially and environmentally responsible marketing that meets the present
needs of consumers and businesses while also preserving or enhancing the
ability of future generations to meet their needs.
3. Sustainable
marketing
C. An organized movement of citizens and government agencies designed to
improve the rights and power of buyers in relation to sellers.
4. Digital
marketing
D. A company should make marketing decisions by considering consumers’
wants, the company’s requirements, consumers’ long-run interests, and
society’s long-run interests.
5. Customer-
engagement
marketing
E. Brand exchanges created by consumers themselves - both invited and
uninvited - by which consumers are playing an increasing role in shaping
their own brand experiences and those of other consumers
6. Consumer-
generated
marketing
F. Making the brand a meaningful part of consumers’ conversations and lives
by fostering direct and continuous customer involvement in shaping brand
conversations, experiences, and community.
D
C
B
A
F
E
44. Ex 3.1: Read the following sentences and decide
whether these sentences are true or false.
1. The sustainable marketing concept is specifically focused on future
company needs.
2. Consumerism calls for meeting the present needs of consumers and
businesses while also preserving or enhancing the ability of future generations
to meet their needs.
3. Environmentalism is an organized movement of citizens and government
agencies to improve the rights and power of buyers in relation to sellers.
FALSE
FALSE
FALSE
45. GROUP WORK
•You are the owner of a chain of restaurants in Vietnam.
In the context of the covid epidemic, the staff proposed
to sell food online. Discuss and make decisions. If you
go online, describe some ways to use digital marketing.
